Marketing | United States

SUMMARY

Strategic marketing leader with experience spanning startups, Fortune 500 companies and brands in transition. Proven track record in developing omnichannel campaigns, shaping brand & content strategies and building partnerships that drive awareness, engagement and measurable growth. Equal parts creative and analytical, leveraging consumer insights and performance data to deliver innovative solutions and maximize ROI.

EXPERIENCE

GLOBAL CUSTOM COMMERCE

A Home Depot Company - Houston TX

May 2021 - Present

Marketing Manager, Brand & Content

Lead the Brand & Content team, owning overarching messaging and visual strategy to guide all omnichannel marketing efforts
Oversee creative production and execution of ~225 promotions annually across email, display, OTT, streaming audio, podcast and social
Directed consumer research (focus groups, competitive audits) to strengthen understanding of high value customers; sharing insights across the business to inform segmentation strategy
Applied findings to campaigns that lifted revenue +23% (streaming audio test) and increased conversion +32% (landing page optimizations)
Manage PayPal financing program, including contract negotiations, site implementation, and marketing strategy
Overhauled customer review strategy, increasing third-party reviews by 1,401% (97% rated 4+ stars); launched Home Depot syndication initiative, boosting product reviews ~120% annually

Marketing Manager, Brand & Content

Managed $7.6M mass media budget, transitioning strategy from traditional to digital-first for improved targeting, tracking, and ROI
- Scaled streaming audio spend 59%, increased ROAS by 71% vLY
- Scaled OTT spend 41%, maintained flat ROAS vLY
- Onboarded new direct mail partner - retargeting program generated $3.2M, $12.25 iROAS
- Reduced radio spend by 30%, increased ROAS by 21% vLY

ENERGY HARBOR,

Retail Energy Provider - HOUSTON, TX

February 2020 - May 2021

Marketing Manager

Served as Marketing Lead for company rebrand from FirstEnergy Solutions to Energy Harbor
Owned P&L and marketing strategy for residential markets in MD, OH, and NJ
Lead multi-channel acquisition campaigns (direct mail, email, door-to-door, telemarketing, mass media, digital) to drive customer growth and retention
Developed segment-based lifecycle communications (onboarding, renewal, winback)
Managed product and pricing strategy across internal and third-party digital broker channels to maximize conversion and profitability
Spearheaded new offers, promotions, and incentive programs
Lead UGC content efforts, managing review requests and promotions

DIRECT ENERGY

Retail Energy Provider - HOUSTON, TX

January 2018 - February 2020

Senior Marketing Specialist

Lead 2020 marketing campaign strategy for all brands across all US markets, managing a $13.3M marketing budget
Collaborated with internal teams to develop a new energy offer and launched CPL’s (a subsidiary of Direct Energy) most successful integrated, omnichannel campaign
- Increased call volume 78% and sales 55% YoY
- Yielded a 234% ROMI – among the highest of all Centrica brands
Lead all marketing efforts for Direct Energy in all northeast US markets
- 2019 Maryland mass media campaign increased web traffic 209%
- Managed direct mail A/B tests, resulting in a 200% increase in recontracts MoM
Lead repackaging initiative for energy offers bundled with incentive from strategic partners (Amazon and Hive)
- Sourced a new packaging vendor to create a custom, branded package at a 6% cost savings versus the previous generic box
- Increased device activation by 115%
Continuously analyzed all serviceable areas to identify opportunities for micro/mass media campaigns
Monitored campaign performance, identify optimizations and consolidate leanings for both current and future campaigns

Marketing Specialist

August 2015 - January 2018

Identified, developed and supported local events and sponsorships for all North America markets under the Direct Energy, CPL Retail Energy and First Choice Power brands
Successfully transitioned the sponsorship and grassroots division from strictly a tool for branding into a force for generating leads and driving sales
Implemented the strategy for lead generation and nurturing following each initiative
- Email campaigns achieved an average open rate of 31% and click through rate of 7%, outperforming all other acquisition email campaigns by 133%
- Telemarketing campaigns achieved a conversion rate 4.5% higher than all other telemarketing activities
Managed our largest sponsorship with the University of Texas Athletics
Continuously negotiated with current and potential partners to optimize event and sponsorship contracts
Collaborated with internal digital teams to build cohesive landing pages, emails and social media campaigns to support sponsorship initiatives
Worked with outside agencies to build collateral and train brand ambassadors

LOCALMED

Medical SaaS - Baton Rouge, LA

May 2013 - May 2015

Marketing Specialist / Graphic Designer & Copywriter

Supported launch of the first fully integrated online scheduling platform for dental practices, contributing to both B2B and B2C go-to-market strategy
Shaped brand development and marketing strategy in partnership with the Marketing Director, executing multi-channel campaigns and optimizations
Created investor and strategic partnership presentations that helped secure relationships with Healthgrades and United Concordia
Led design and copy for print, email, digital ads, blog content, and event collateral; collaborated with UX/UI team on website content
Planned and executed event, trade show, and seminar marketing initiatives to build awareness and generate leads

LSU COLLEGE OF ENGINEERING

Baton Rouge, LA

September 2012 - May 2013

Marketing Intern

Maintained and fostered alumni relations with the ultimate goal of increasing donations
Managed internal and external communications around building renovation project
Responsible for the design and copy of various print collateral
Planned, marketed and carried out the annual alumni reunion

BATON ROUGE BEER AGENCY

Food & Bev Services - Baton Rouge, LA

May - August, December 2011

Graphic Design Intern

Designed collateral promoting beverages for various retail locations, bars and restaurants
Worked with sales team to ensure pieces were properly displayed

WYANT PHOTOGRAPHY

Photography Studio - Carmel, IN